Events Management Services Identifying Conference Objectives. Having a very clear set of aims and objectives for your event in terms of what it is to achieve is critical for a host. It is essential that the aims and objectives of your event are defined and agreed upon at the outset. Creating S.M.A.R.T. objectives that relate back to your organization’s purpose and goals will keep you on track throughout your entire event planning process, from venue selection to post-event survey questions. When you have well-defined goals and objectives for your event, it becomes easier to plan events, promote them, and stick to your budget. And when you’re aligned on your goals, it comes through in our messaging, which means you’ll communicate more clearly with attendees.

1. Identifying
Conference Objectives

2. Objectives:
1.Identify overall context and scope of
conference
2.Draw staging and venue set up
3.Create conference objectives and session
formats

3. CONFERENCE PROGRAM CONTEXT,
SCOPE AND OBJECTIVES
•A conference is generally
understood as a meeting of several
people to discuss a particular topic.
It is often confused with a
convention, colloquia or symposium.

4. CONFERENCE PROGRAM CONTEXT,
SCOPE AND OBJECTIVES
•An academic conference is a gathering of
scientists or academicians, where research
findings are presented or a workshop is
conducted.
•A business conference is held for people
working in the same company or industry.
They come together to discuss new trends
and opportunities pertaining to the
business.

5. CONFERENCE PROGRAM CONTEXT,
SCOPE AND OBJECTIVES
• A trade conference takes place on a larger scale. Besides
businessmen, there are members of the public who come
to network with vendors and made new connections.
Such a conference consists of workshops and white paper
presentations.
• An unconference differs from the traditional conference,
since it avoids the high costs, top-down organizational
hierarchy and sponsored presentations. All attendees are
equally knowledgeable about the topic and the discussion
follows an open mode; usually without a single speaker
addressing the gathering.

6. TYPES OF CONFERENCES
• Symposium is a casual gathering and
includes refreshments and entertainment.
• Seminar is organized to discuss a particular
topic. They are usually educational in nature
and attendees are expected to gain new
knowledge or skills at the end of the seminar

7. TYPES OF CONFERENCES
• Workshop is more of a hands-on experience for
the participants with demonstrations and
activities; the amount of time one speaker
addresses the group is limited
• Round-table conference is a get-together of
peers to exchange thoughts and opinions on a
certain topic, usually political or commercial.
There are a limited number of participants who
sit at a round table, so that each one can face all
the others

8. CONFERENCE OBJECTIVES
• Objectives
the strategies and steps that you use to
reach your goals. Having a very clear set
of aims and objectives for your event in
terms of what it is to achieve is critical
for a host. It is essential that the aims
and objectives of your event are defined
and agreed at the outset.

9. CONFERENCE OBJECTIVES
Objectives should be: SMART
• S – Specific: What outcome are you aiming for? What’s the
deadline?
• M – Measurable: You should measure your objectives with
numerical data whenever possible.
• A – Achievable: You want to create objectives that are within
reach. Be realistic: Set objectives that motivate you to succeed, but
don’t set objectives that are impossible to achieve.
• R – Relevant: The objective should relate back to your company’s
goals. If it doesn’t, it’s not worth pursuing.
• T – Time-bound: Objectives should be time-bound, meaning they
have a defined start and end date so you can measure whether you
met your goal during the allotted time.

10. CONFERENCE OBJECTIVES
Creating S.M.A.R.T. objectives that
relate back to your organization’s
purpose and goals will keep you on track
throughout your entire event planning
process, from venue selection to post-
event survey questions.

11. CONFERENCE OBJECTIVES
When you have well-defined goals and
objectives for your event, it becomes
easier to plan events, promote them, and
stick to your budget. And when you’re
aligned on your goals, it comes through
in our messaging, which means you’ll
communicate more clearly with
attendees.

13. • Round table - This allows for extended
discussion among a small cohort of colleagues,
giving and receiving targeted feedback, engaging
in in-depth discussions and meeting colleagues
with similar interests. Roundtables are good
venues for the hands-on exploration of case
studies. Roundtable is an interactive format and
that presentations are limited to a certain length
of time. Participants may change to another
table in the room.

14. • Workshop - At a workshop, a smaller group of
people deal with a specific topic or question. A
workshop aims at working together with
workshop participants targeting a common goal.
A workshop is more of an interactive format and
that your presentation is limited to a certain
length of time. You can propose a workshop in
collaboration with a colleague working in the
same field.

15. • Speed dating - A speed dating session gives you
the opportunity to present projects, case studies
and work to a great number of delegates. Your
presentation lasts for maximum eight minutes, a
smaller audience will ask questions and then
there is a short discussion on the project with
you. A bell rings, the audience circulates to
another presentation in the same room, and you
present to a new small group. During this
session, participants will be able to take in at
least six presentations.

16. TYPES OF MARKET SEGMENTATION

17. TYPES OF MARKET SEGMENTATION
Demographic segmentation:
The WHO-this is perhaps the most well-known segmentation
technique for marketers. It is a way of looking at your
potential attendees based on a common attribute such as age,
gender or marital status for example:
• Age
• Gender
• Ethnicity
• Income
• Level of education
• Religion
• Profession/role in a company

18. TYPES OF MARKET SEGMENTATION
Psychographic segmentation:
The WHY-Psychographic segmentation is focused on your
customers’ personalities and interests. Here we might look at
customers and define them by their:
• Personality traits
• Hobbies
• Life goals
• Values
• Beliefs
• Lifestyles
Psychographics is the study of personality, values, attitudes,
interests, and lifestyles. In essence, it is a way to segment
your potential attendees by their internal motivations, rather
than their external attributes.

19. TYPES OF MARKET SEGMENTATION
Geographic segmentation:
The WHERE- By comparison, geographic segmentation is
often one of the easiest to identify, grouping customers with
regards to their physical location. This can be defined in any
number of ways:
• Country
• Region
• City
• Postal code

20. TYPES OF MARKET SEGMENTATION
Geographic segmentation:
By segmenting your attendees by geography, you can start to
see a more targeted picture of where in the world people are
coming from and learn whether or not it would make more
sense to target your marketing spend in specific geographies
rather than ‘everywhere.’

21. TYPES OF MARKET SEGMENTATION
Behavioral segmentation:
The HOW-A very popular way to segment your event’s
audience – and potentially the most powerful of all – is to do
so based on their observable behavior. By segmenting your
attendees in this way, you can start to devise more effective
marketing plans to reach each of them according to their
behavior. For example, you should look to recognize repeat
attendees with more personal marketing or special treatment
that makes them feel special and valued.

22. TYPES OF MARKET SEGMENTATION
Behavioral segmentation:
Firmographics is a way of segmenting your potential
attendees based on the type of company they work for.
However, another very common way to segment event
audiences is based on the job they do, such as ‘marketing,’
‘sales,’ or ‘human resources,’ which is a form of horizontal
segmentation across different industries.

23. TYPES OF MARKET SEGMENTATION
Segmenting your event’s audience is a powerful way
to target the most profitable ticket-buyers in your
market, and helps you focus your marketing budget
and promotional resources on them. This, in turn,
let’s you spend less time and money on segments
that won’t respond to your messaging, and this
leads to a much higher ROI for your marketing
spend.

24. QUESTIONS?

25. ASSESSMENT
TIME

26. 1. Which is NOT a type of conference?
A. Induction C. Symposium
B. Seminar D. Workshop
2. Which of the following term refers to the study of
personality, values, attitudes, interests, and lifestyles?
A. Behavioral C. Geographic
B. Demographic D. Psychographic

27. 3. Which of the following is the type of conference that
refers to a casual gathering that includes refreshment and
entertainment?
A. Round table C. Symposium
B. Seminar D. Workshop
4. What part of SMART objectives refers to making sure
that you accomplish your objectives within a certain
timeframe?
A. Achievable C. Specific
B. Measurable D. Time Bound

28. 5. Which of the following type of market segmentation
refers to grouping customers with regards to their physical
location?
A. Behavioral C. Geographic
B. Demographic D. Psychographic

30. Answer Key:
Multiple Choice
1. A
2. D
3. A
4. A
5. C
Matching Type
1. E
2. A
3. D
4. C
5. B